Models stand backstage at the Burberry autumn/winter 2020 show in London in February. Burberry has opened its first “social retail” store in Shenzhen, China, to attract tech-savvy Chinese customers.
For fashion label Burberry, ‘social retail’ store in Shenzhen, China, may set the way but Hong Kong is here to stay, CEO says
- ‘The customer journey starts digitally, but we see that they still want to go into physical stores,’ says Burberry CEO of ‘pilot store’ opened in Shenzhen
- The brand hopes to appeal to a new generation of shoppers there, while retaining its operations in Hong Kong, which Marco Gobbetti has faith will bounce back
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Models stand backstage at the Burberry autumn/winter 2020 show in London in February. Burberry has opened its first “social retail” store in Shenzhen, China, to attract tech-savvy Chinese customers.
